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TimeSplitters 4 Was Axed Because It Had Too Much Content

Former Free Radical developers, Steve Ellis and Karl Hilton, revealed that TimeSplitters 4 was shot down by different publishers’ marketing departments because they weren’t able to sum up its diverse characters and environments in a simple ad campaign.

"A small playable demo was shown to several publishers, but it didn't attract any publishing deals,” Ellis explained. "We pitched [Timesplitters] to a lot of publishers, and from each of them we got the same two responses. Firstly, they would ask what happened with Haze. We were the company that made a series of high-rated shooters and then we had released Haze, which wasn't as well received. This worried them."

"Secondly, their marketing person would say something along the lines of, 'I don't know how to sell this.' The unanimous opinion among all publishers that we pitched TimeSplitters 4 to is that you can't market a game that is based around a diverse set of characters and environments - you need a clear and easily communicated marketing message, and TimeSplitters doesn't have one."

"Perhaps they are all right," he pondered. "Perhaps this is why the previous games in the series achieved much more critical success than commercial success. For these reasons, one by one they all declined to sign the project."

Maybe they should have gone independent and released it online only.
Word of mouth will sell a game if its all that its cracked up to be. ----------------------------- I think that developers have also adopted the GPS attitudes that people across the world have.
Not being able to use their own initiative and instead, follow the directions of the machine.
-------------- I thought the previous Timesplitter games were really good and enjoyable. if Timesplitters 4 expanded on that enjoyment and gameplay then it would surely be a winner.
Not to mention quite profitable for the developers as they would be marketing their own game. ---------- As it stands now though, like the previous comment sarcastically states, It's another triumph for the gaming industry.

Makes me wonder if the advertisers actually play any games at all or if they actually research the players -> "you can't market a game that is based around a diverse set of characters and environments" , i couldn't stop laughing at this.

"you can't market a game that is based around a diverse set of characters and environments - you need a clear and easily communicated marketing message"
A game needs a core element that brings the diversity of possibilities and aesthetics togueter, yes. But, comming from marketers, that sounds like: "Our target consumers are idiots".